Ryan Pinkham
Imagine if you could extend the reach of your email beyond your email list.
Imagine if the people you were able to reach were completely new to your business, but also had a ton in common with the people who are already on your list.
Would you be interested in giving it a try?
Facebook Advertising has made it possible to get more from your email marketing and reach more people in the Facebook News Feed.
Here’s how it works:
When you create an email with Constant Contact, you have the option to share the email with your fans and followers on sites like Facebook, Twitter, and LinkedIn.
You also have the option to extend your reach even further by advertising that email on Facebook with our Facebook Advertising tool.
You can promote a previous email campaign or create a new email to send to your list and promote it. We’ll use the text and images from your email to automatically create an ad for you to promote. You can customize the copy or upload a different image, and choose the targeting option that makes sense for you.
Facebook will use your existing email list to identify any of your existing email contacts that are currently using Facebook, and create a new audience for your ad that is made up of people who have similar interests to the people on your list.
Are Facebook Ads right for you?
Promoting your emails on Facebook can benefit any business or organization that’s interested in reaching a new audience.
Your first step will be to choose an email you want to promote. To get the best results, choose a message that has a measurable action for the reader to take. Whether that’s to register for an event, visit your website, book an appointment, or visit your store to redeem an offer.
That way, you’ll not only be able to keep track of how many people saw and engaged with your ad on Facebook; you’ll also be able to attach a real business result to your investment.
Once you decide what to promote, there are a few things you’ll want to watch out for when choosing an email or designing a new message:
1. Make sure it looks great on mobile
More than half a billion people access Facebook solely from a mobile device. Make sure the email you promote looks great on any device by choosing an email template that’s designed with mobile in mind.
Once you find the right template, do a quick check to make sure the design of your email follows these five best practices.
2. Include a clear call-to-action
What is the action you want people to take after clicking through to read your email?
You should have a clear call to action to let people know what you’re offering, why it’s important to the person seeing it, and what they should do next.
3. Add context for new visitors
While most of the people who receive your emails are familiar with your business, and understand the products and services you offer, many of the people who see your message on Facebook will be new to your business. This means that you’ll need to provide some extra context for your new audience.
First, read the copy of your email to ensure it would make sense for new visitors. Then, look for additional ways to introduce your business to a new audience. Something as simple as an “about us” blurb at the footer of your email is an easy way to make your message more compelling for a new visitor.
4. Provide relevant contact information
Make sure people know how to get in touch with your business by providing relevant contact information.
If you want people to visit your store or call to book an appointment, include your address and phone number within the copy of your message.
You should also include a link to your website and social media profiles, so that people can learn more about what you have to offer and connect with you further.
5. Make it easy to stay connected
Not everyone who clicks on your ad will be ready to make a purchase, redeem an offer, or register for your event. For those people, it’s important to provide an alternate way to stay in-touch with your business.
If you’re a Constant Contact customer, you can easily add a link to your email for new visitors to join your email list. These people will automatically be added to your Constant Contact account, giving you the opportunity to follow-up with new leads after your ad is over.
How to get started
If you already have an email in mind that you’d like to promote, Constant Contact makes it easy to promote your message from your Constant Contact account.
Still not sure how Facebook Advertising can work for your business? Find out more about the different benefits of using Facebook Ads or check out these examples of small businesses that have promoted their emails on Facebook.
Still have questions? We want to hear from you! Post your questions in the comments below.
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